Search Marketing: How to ensure successful content optimisation

May 30, 2014 - Digital State Marketing

Content optimisation is a delicate balancing act between having content that will gain you rankings but remain readable and useful for your audience. If content optimisation is effective then you can increase your audience and customer base therefore increasing potential revenue and exposure. Using a search marketing company is one way that you can ensure content optimisation is done correctly but if you fancy looking at it yourself then Digital State Marketing have a few tips to get you started.

One of the first things you will need to consider is what keywords are relevant and what language is used by browsers during discussions of the topic matter of content. Once keywords are determined then they can be used to focus your content.

Keywords should be used within the title of an article.  The title is crucial to draw your audience in so time and effort should be given to it. It needs to be short and punchy as Google will only display a limited number of characters. Title Tags are vital as these are what people will first see in search engine result pages or on external webpages such as twitter. If the title tag doesn’t inspire interest or alternatively, it creates a negative feeling, then the browser simply won’t click on it.

Although keywords are important a common mistake that can be made is over stuffing an article and title with keywords. This will quickly bore readers and probably influence whether they will return to your site or not. Instead the keywords need to be written into a convincing and readable article packed with useful content.

Search marketing companies often use the QUART measure for content. QUART stands for quality, uniqueness, authority, relevance and trust. If your site is failing at one of these or perhaps it is working at a lesser standard across all 5 then this will affect your rankings. If you are writing content for your site then use the QUART measure through all stages and it will help you focus on the things that truly matter.

Using a search marketing company such as the Digital State Marketing will take away the burden of content optimisation as they can look at things such as keywords for you. They can also complete content writing based on your preferences but including keywords and tailored to your audience. These things all take time and training so it is often more cost effective to utilise the skills of a search marketing company then task one of your current employees with the job.

The Search Marketing Company are experts in the field of search engine optimisation and content optimisation so if you would like further advice then do not hesitate to get in touch.